Data Days 2014 - Anna Cremers

HOW WE SURF IN EUROPE. Anna Cremers Director Data Science

Anna Cremers / nugg.ad AG

DIFFERENT USERS – DIFFERENT JOURNEYS.

When comparing the web surfing habits of different user groups, how do their web affinities differ ... a) within different socio-demographic segments?

Women vs.

Men

Younger Users vs.

Older Users

Higher Education vs.

Lower Education

Anna Cremers / nugg.ad AG

DIFFERENT USERS – DIFFERENT JOURNEYS.

When comparing the web surfing habits of different user groups, how do their web affinities differ ... b) within different countries?

Anna Cremers / nugg.ad AG

DIFFERENT USERS – DIFFERENT JOURNEYS.

When comparing the web surfing habits of different user groups, how do their web affinities differ ... a) within different countries? ARE COMMON

STEREOTYPES REALLY TRUE?

METHODOLOGY.

Data-driven correlations provide findings related to content & category-based differences in surfing habits.

younger users in Denmark

older users in Germany

Who prefers which content?

Anna Cremers / nugg.ad AG

METHODOLOGY.

Data-driven correlations provide findings related to content & category-based differences in surfing habits.

2. STANDARDISATION of surfing behaviour data

3. ANALYSIS number of visits in different content categories, (above or below average)

1. LINKAGE of aggregated data

Anna Cremers / nugg.ad AG

INSIGHTS: GENDER

INSIGHTS: GENDER

FRENCH  WOMEN    

INSIGHTS: GENDER

DANISH  WOMEN    

INSIGHTS: GENDER

GERMAN  WOMEN    

INSIGHTS: GENDER

FRENCH  MEN  

INSIGHTS: GENDER

DANISH  MEN  

INSIGHTS: GENDER

HIGH  VARIANCE    

INSIGHTS: AGE.

INSIGHTS: AGE.

YOUNGER  GERMANS  

INSIGHTS: AGE.

YOUNGER  GERMANS  

INSIGHTS: AGE.

YOUNGER  DANISH  

INSIGHTS: EDUCATION.

INSIGHTS: EDUCATION.

HIGH  EDU.  DENMARK  

INSIGHTS: EDUCATION.

HIGH  EDU.  FRENCH  

INSIGHTS: EDUCATION.

HIGH  EDU.  GERMAN  

THANK YOU VERY MUCH FOR YOUR ATTENTION!

Anna Cremers / Director Data Science